But perhaps the most important factor is whether or not they are a specialist crypto PR agency.
Why does that matter?
Put quite simply, the cryptocurrency industry offers special challenges that a generalized agency may not be aware of, nor be capable of addressing. By choosing to work with a PR agency that not only has experience, but specifically has experience with other cryptocurrency and blockchain projects, you’ll be ensuring that your message is reaching the right people.
Here’s what a specialist agency brings to the table:
Cryptocurrency agencies have contacts within the crypto community. They know bloggers, vloggers, and influencers. They know which podcasts have a good audience, which events have good attendance, and which sites will publish quality guest articles.
At this stage in the game, a lot of your outreach still has to focus on crypto-specific outlets. It’s good to contact some mainstream outlets, and especially to reach out to any other niche markets related to your project (for instance, a platform for musicians to connect to fans should certainly be marketing to the music scene), but you really need to make a splash in the crypto world.
An Understanding of the Challenges
Any crypto PR agency worth their salt is on top of the latest challenges facing crypto projects. They know which ad networks will allow ICO advertising, what you can and can’t do to promote an STO, and which cryptocurrency influencers have recently fallen from grace. They won’t waste your time and money pursuing avenues that are currently closed to crypto and blockhain products.
They know the lingo
Because a cryptocurrency-specialist PR agency is steeped in the industry, they know what they’re talking about. You can count on them to understand what your project does, and to be able to explain it to media outlets. They won’t create press releases with glaring errors that will stand out to any member of the crypto community. You won’t have to spend a lot of time explaining terminology to them. They get it.
A crypto PR agency is invested in your success
Perhaps the biggest reason to choose a specialist agency is they are generally made up of people who believe in the blockchain. If they’ve stuck around even after the ICO bubble burst, if they’re continuing to work while we all wait for the crypto winter to thaw out, then they are true believers. They’re working in crypto PR because they honestly want to see crypto projects succeed. They’re ready for mass adoption. They’ll not just bring know-how to the table, they’ll also bring enthusiasm. So when the time comes to start a PR campaign for your crypto project, make sure you choose wisely.